The Campaign

Branded Entertainment has been increasingly popular in the Philippines, as advertisers find ways to rise above the clutter which has been steadily rising year-on-year. Given the competitive media landscape, content has become king - brands have ventured into creating content via program association leveraging on shared assets, or creating content that is shareable both on broadcast and online. Given the proliferation of branded content, it too has reached a point of saturation. As such, the key to success lies on insight-driven content, executed in the right channels that will engage our tweens target audience.

Results

The Royal KulitKada is composed of eight animated characters that embody everything Tweens love about being themselves, each representing the different typologies of Tweens aged 10-12 today. As Royal’s brand ambassadors, their mission is to engage Tweens and enjoin them to spread senseless play in the world. To further recruit and habituate tweens into the brand, Royal (Philippines’ local version of Fanta) brought to life the Royal KulitKada in the first-ever fully branded animated motion comics production in the country - Royal Kulitkada in Dopple Trouble. This animated motion comics, produced in partnership with HERO TV, an animation channel tweens love, aims to engage tweens by weighing-in on what matters to them most, an insight uniquely tween that comes from a Tween – “kulit” or senseless play, while leveraging on animation, a property that Royal has owned since 2012. Royal looked into what is at the very core of every tween – “kulit” or senseless play and thought what if anyone tried to take this away? The 13 part animated motion series showcases the adventure of the Royal KulitKada as they, with the help of Royal’s B Vitamins, unleash senseless play energy to defend against anti-senseless play forces and ensure that senseless play continues to flourish in the world. Royal habituated tweens via execution that is always-on, airing multiple times a day for 13 consecutive weeks on HERO TV - creating a daily viewing habit, and providing tweens with shareable content that encourages them to spread senseless play. As purveyor of senseless play, Royal ensured that interactions flourish beyond TV, as all communications are directed to Royal Philippines’ Facebook Page - where close to a million tweens share senseless play with fellow tweens, and where weekly episodes are housed, allowing continued conversations and interactions amongst our tweens community online.

Royal ensured that tweens were drawn to the branded animated motion comics via content that is uniquely tween and resonates to them. We invited tweens to watch Royal KulitKada in Dopple Trouble via plugs that aired on HERO TV, and simultaneously uploaded on Royal Philippines’ Facebook Page where all Royal brand content is housed, viewed, and shared by a community of Tweens numbering to around 763,000 during the time of upload. The weekly plugs launched on-air and online gave a glimpse of the upcoming adventure the Kulitkada will face as “kulit” or senseless play is put to a test.

With Royal as the drink to toast in keeping senseless play flowing, Royal’s Brand Health Metrics broke records - Spontaneous Ad Awareness is at is all-time high at 39.7% as of May 2013, Past 4 Weeks consumption is at its highest at 58.9%, and Favorite Brand among tweens is at its peak at 9.7%. The total campaign generated efficient return on investment of 1 is to 12, or savings worth Php 80M, as airtime and production were negotiated free of charge leveraged on thematic placements. The series was able to capture the attention of 6.3M Tweens on-air nationwide as of its 7th week on-air; and on Social Media, generated an uplift of 75,000 Likers on Royal Philippines’ Facebook Page since the time of the first episode upload. With Royal KulitKada in Dopple Trouble, Royal has clearly established itself as the purveyor of “kulit,” bringing it closer to the heart of every tween. With Royal, there’s no messing with senseless play!